According to the latest Decision Lab Connected Consumer Report published in collaboration with the Mobile Marketing Association Vietnam (MMA), the second quarter of 2023 saw a surge in demand for online meal orders, and all platforms stepped up their game to satisfy hungry customers. GrabFood (49%) maintained its lead as the most popular app, but only by a hair. ShopeeFood (45%) bounced back from a slight dip in the previous quarter and is hot on the heels of its rival.
The competition between GrabFood and ShopeeFood is heating up, as both apps have loyal fans who prefer them over other options. They are still the top choices for most users, but their popularity varies across age groups. GrabFood has a loyal fan base among Gen X and Gen Y, but it lost some ground in all segments. ShopeeFood, on the other hand, received a sharp rise from Gen X and Gen Z. Overall, ShopeeFood gained six percentage points in preference, narrowing the gap with GrabFood to just 2 points. Will ShopeeFood overtake GrabFood in the next quarter?
Gen X is making waves
Gen X’s social media usage declined across all platforms, whereas Zalo dropped by 13pp.
However, this generation is adopting TikTok. Their preference for this platform increased across all categories. With a 5pp increase, Gen X's preference for TikTok as a platform for entertainment videos improved most significantly. They also adopted the pattern of updating music via TikTok with an increase of 3pp in preference.
Commenting on the data, Thue Quist Thomasen, CEO of Decision Lab, said:
“The second quarter of 2023 was a remarkable period for the online food delivery market in Vietnam, as we witnessed a strong growth in demand and a fierce competition among the platforms. The Decision Lab Connected Consumer Report provides valuable insights into the penertration and preferences of the platforms. We found that all platforms grow in terms of popularity, but they have different appeal to different segments of customers. Based on the report, we hope that food delivery platforms and brands can find collaboration opportunities & newer advertising channels for brands to commercialize their existing user bases and reach new customers.”